Ghana domestic tourism campaign launched to boost local travel

BENTSIFI, Joy FM, and Joy Prime have launched a domestic tourism campaign titled “GO OUTSIDE. DO GHANA. FIND YOUR CENTRE.” to coincide with World Tourism Day. The initiative encourages Ghanaians to explore their own country, tapping into a growing interest in outdoor activities such as hiking, cycling, camping, farm visits, and wellness retreats, particularly among younger urban populations.

While tourism discussions often focus on attracting international visitors for foreign currency, proponents of the campaign argue that Ghana’s population of over 30 million represents a significant market. Domestic travel can provide consistent revenue for transport operators, fuel stations, roadside traders, and accommodation providers through frequent weekend trips and holiday excursions.

The movement is viewed as a modern return to older Ghanaian habits, such as the 1980s ‘Meet Me There’ phenomenon centered around Lake Volta and the Akosombo area. This shift seeks to counter a recent trend where urban leisure has become increasingly centered on indoor, commercialized entertainment like shopping malls and clubs.